BBC, ITV, Future & Meta Debate AI As TV Development Tool: “A Drake Record Isn’t A Drake Record Unless He Records It” — TellyCast Digital Content Forum
deadline.comAI might be here, but it’s not about to develop the next big TV hit. That was the message from UK industry execs during a panel on original IP in social video held at the TellyCast Digital Content Forum in London yesterday. “When the AI conversation was first happening in our office, our development team spent weeks playing and plugging in various [AI tools],” said John Farrar, Chief Creative Officer at The Playboy Bunny Murders co-producer Future Studios. “Lots of the ideas were on the surface interesting but in the end it naturally just wittered out.
It just wasn’t there yet and it didn’t fell to us like AI is going to solve the problem of cracking the next big format. That’s still on us as humans.
That may change but the ideas [it developed for us] felt derivative. “A Drake record wouldn’t be a Drake record if he hadn’t recorded it,” he added.
Mike Beale, ITV Studios Managing Director of Global Creative and Production Support, agreed, saying AI tools were not yet near the stage of coherently developing ideas that a human couldn’t envisage. “If it’s using existing content, it’s the same as if a human is using existing content.
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